CASE STUDY
HOW Reputation Rhino Helped an Arizona Attorney Eliminate Damaging Google Search Results
OVERVIEW
Using a highly customized online reputation management strategy and search engine optimization to suppress negative content and improve the visibility of positive online search results, Reputation Rhino was able to repair and rebuild the online reputation of a successful Arizona attorney in just a few months.
BACKGROUND
A disgruntled former client purchased a domain using our client's first name and last name and built a defamatory website that included a series of false and misleading accusations of impropriety and unethical business practices. Because the domain was an exact match for the client’s name and on a .com domain extension, it ranked near the top of Page 1 for anyone searching for our client – sometimes even ranking ahead of the website for our client’s law firm.
As an experienced attorney, our client knew he had several legal options available, but these options would be time-consuming and expensive to pursue against an anonymous adversary.
We advised the client of the possibility of trademarking his name, which would grant additional legal protections and allow him to pursue infringement claims against his anonymous enemies. We also explained another option under ICANN’s Uniform Domain-Name Dispute-Resolution Policy (UDRP), which is less expensive than litigation and can be very effective in establishing personal ownership of this valuable intellectual property, which was now causing serious reputational harm.
As an experienced attorney, our client knew he had several legal options available, but these options would be time-consuming and expensive to pursue against an anonymous adversary.
THE DAMAGE
In addition to the damaging URL ranking among the top search results on Google, Page 1 also included a Quora result accusing our client of being a “scammer” and a Gripeo complaint repeating many of the same objectively false and unfounded accusations of incompetent legal representation likely by the same unhinged and unbalanced former client.
Our client had a thriving legal practice in Arizona and planned to expand and relocate his legal practice to South Florida.
However, Google was making it impossible.
THE SOLUTION
• Suppress and remove negative content appearing on Page 1
• Increase positive content to improve search results
• Build an SEO campaign to strengthen positive search results
THE STRATEGY
The negative search results ranked highly on Page 1 of Google because, except for his law firm website and a limited social media presence, our client lacked any strong positive or neutral content ranking for his name or law firm.
Our goal was to change that quickly.
We developed a customized online reputation management strategy to optimize existing search results and create powerful new content to rank among the top results on Google – building a wall of positive content to make it harder for future negative results to damage his reputation.
We designed, developed, and launched a new, SEO-friendly microsite, which quickly ranked among the top search results.
We began publishing feature stories and interviews on premium local and national news sites to outrank the existing negative search results, and we published a series of interviews highlighting our client’s successful law practice.
RESULTS
We were able to deliver outstanding results quickly. After the conclusion of our Campaign, 11 out of the top 20 search results for our client included content we created during the first several months of the campaign.
Notably, the exact match URL, which has caused the most serious reputational harm, was removed completely from search results.
The Quora and Gripeo results fell from Page 1 of Google to #21 and #27, respectively. After the successful conclusion of our campaign, our client engaged Reputation Rhino to continue a content marketing strategy to expand his legal practice by attracting new clients.
Why Reputation Rhino?
Reputation Rhino is an award-winning online reputation management agency based in New York City. We have worked with some of the largest brands in the world and advised high-profile individual clients, including Hollywood celebrities, members of Congress, and C-suite-level business executives.
Our company has been featured on Bloomberg Businessweek, Time, Forbes, Fox Business, Huffington Post, Newsweek, U.S. News, International Business Times, and more. Reputation Rhino is led by an extraordinary team of experienced legal, marketing, technology, and public relations experts who customize an affordable and highly effective online reputation management strategy.
Reputation Rhino’s award-winning strategies are designed to quickly eliminate the impact of damaging news articles, reviews, blog posts, forum comments, and other negative content while promoting a positive online image to anyone looking for you or your company online.
We look forward to working with you!
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